The Challenge of Affluence

Self-Control and Well-Being in the United States and Britain since 1950

Avner Offer

A readable and compelling social critique of consumer society

Fundamentally questions the assumption that consumer choice maximizes our individual and social well-being

Combines social and economic history with insights from a range of other disciplines, including economics, psychology, sociology, politics, and anthropology

Includes a theoretical analysis of the relationship between affluence and welfare, historical case studies of these concepts in practice, and an investigation of the effects of affluence upon our social and inter-personal relations

The Challenge of Affluence

Self-Control and Well-Being in the United States and Britain since 1950

Avner Offer

Description

Since the 1940s Americans and Britons have come to enjoy an era of rising material abundance. Yet this has been accompanied by a range of social and personal disorders, including family breakdown, addiction, mental instability, crime, obesity, inequality, economic insecurity, and declining trust.

Avner Offer argues that well-being has lagged behind affluence in these societies, because they present an environment in which consistent choices are difficult to achieve over different time ranges and in which the capacity for personal and social commitment is undermined by the flow of novelty. His approach draws on economics and social science, makes use of the latest cognitive research, and provides a detailed and reasoned critique of modern consumer society,
especially the assumption that freedom of choice necessarily maximizes individual and social well-being.

The book falls into three parts. Part one analyses the ways in which economic resources map on to human welfare, why choice is so intractable, and how commitment to people and institutions is sustained. It argues that choice is constrained by prior obligation and reciprocity. The second section then applies these conceptual arguments to comparative empirical studies of advertising, of eating and obesity, and of the production and acquisition of appliances and automobiles. Finally, in part three, Offer investigates social and personal relations in the USA and Britain, including inter-personal regard, the rewards and reversals of status, the social and psychological costs of
inequality, and the challenges posed to heterosexual love and to parenthood by the rise of affluence.

The Challenge of Affluence

Self-Control and Well-Being in the United States and Britain since 1950

Avner Offer

Table of Contents

Preface1. IntroductionPart One: Evaluating Affluence 2. Economic Welfare Measures and Human Well-Being3. Passions and Interests: Self-Control and Well-Being4. Myopic and Rational Choice5. Between the Gift and the Market: The Economy of RegardPart Two: In the Marketplace 6. The Mask of Intimacy: Advertising and Well-Being7. Epidemics of Abundance: Body-Weight and Self-Control8. Household Appliances and the Use of Time9. The American Automobile Frenzy of the 1950s10. Driving Prudently: American and EuropeanPart Three: Self and Others 11. Affluence and the Pursuit of Status12. Inequality Hurts13. All You Need is Love? Mating since the 1950s14. Women and Children Last: The
Ebbing of Commitment15. Conclusion

The Challenge of Affluence

Self-Control and Well-Being in the United States and Britain since 1950

Avner Offer

Author Information

Avner Offer is Chichele Professor of Economic History at the University of Oxford and Fellow of All Souls College. Prior to his academic career he spent eight years working as a soldier, farmer, and conservation worker in Israel, where he was born and raised. His other books include In Pursuit of the Quality of Life (1996), also published by Oxford University Press, and he has been researching the question of the quality of life in affluent societies since the early 1990s. He is also a Fellow of the British Academy.

The Challenge of Affluence

Self-Control and Well-Being in the United States and Britain since 1950

Avner Offer

Reviews and Awards

"A fascinating, ambitious, wide-ranging, freewheeling books about the perils of affluence.... Offer's intellectual ambition is admirable, and he offers a coherent interpretation of a massive number of social and economic facts, trends, changes, and differences."--Bruce G. Carruthers, American Journal of Sociology